Enhancing online-to-offline specific customer loyalty in beauty industry

Customer loyalty is one of the core values for business success in beauty industry; however, there is insufficient research on weighing the importance of critical factors contributing to customer loyalty for the industry. This study, for the first time, investigates and ranks empirically the critical factors contributing to O2O specific customer loyalty in beauty industry by using Analytical Hierarchical Process. Results show that customer satisfaction, customer’s perceived switching costs, customer trust, corporate image and customer value positively influence O2O specific customer loyalty (in decreasing order of importance). Attributes contributing to the five critical factors have also been studied and ranked.     

Marketing Intelligent Systems for consumer behaviour modelling by a descriptive induction approach based on Genetic Fuzzy Systems

In its introduction this paper discusses why marketing professionals do not make satisfactory use of the marketing models posed by academics in their studies. The main body of this research is characterised by the proposal of a brand new and complete methodology for knowledge discovery in databases (KDD), to be applied in marketing causal modelling and with utilities to be used as a marketing management decision support tool. Such methodology is based on Genetic Fuzzy Systems, a specific hybridization of artificial intelligence methods, highly suited to the research problem we face. The use of KDD methodologies based on intelligent systems like this can be considered as an avant-garde evolution, exponent nowadays of the so-called knowledge-based Marketing Management Support Systems; we name them as Marketing Intelligent Systems. The most important questions to the KDD process-i.e. pre-processing; machine learning and post-processing-are discussed in depth and solved. After its theoretical presentation, we empirically experiment with it, using a consumer behaviour model of reference. In this part of the paper, we try to offer an overall perspective of how it works. The valuation of its performance and utility is very positive.     

水质分析化学课程教学改革探讨

提高水质分析化学课程教学质量可采用多样化的教学手段,精简教学内容,加强专业课程和实践相结合,改革实验教学和考核方式.     

电梯重点项目分包商评价方法

本文利用层次分析法评价电梯重点项目分包商综合素质,建立适用于电梯安装工程的评价指标体系,同时依据不同的项目类型做出指标权重调整,文中提供实例验证该方法的有效性和可行性。     

东亚货币一体化可行性研究:基于层次设权方法的分析

由次贷危机引发的全球性金融危机再次引发了人们对区域经济协调和货币一体化的讨论.文章应用层次设权方法(AHP)计算了东亚十个国家和地区的经济特征指数和区域经济一体化指数,并与20世纪60年代欧共体成立时的情形进行了比较.结论表明,尽管亚洲最优货币区的建立尚存在大量障碍需要克服,但东亚地区已经初步具备经济一体化的基础.     

基于ANP理论的饭店业务外包决策研究

随着饭店提高核心竞争力的要求,越来越多的饭店开始实行业务外包,并且多数已经取得了良好的效果。而科学的业务外包决策是饭店业务外包运作成功的前提。在介绍了网络分析法ANP的基本原理及步骤后,针对影响饭店业务外包决策的复杂因素,构建了包括战略、经济、组织、环境和风险等五个准则的饭店业务外包决策模型,并通过网络分析法计算得出饭店业务外包决策。     

Enhancing marketing with engineering: Optimal product line design for heterogeneous markets

Successful product line design and development often require a balance of technical and market tradeoffs. Quantitative methods for optimizing product attribute levels using preference elicitation (e.g., conjoint) data are useful for many product types. However, products with substantial engineering content involve critical tradeoffs in the ability to achieve those desired attribute levels. Technical tradeoffs in product design must be made with an eye toward market consequences, particularly when heterogeneous market preferences make differentiation and strategic positioning critical to capturing a range of market segments and avoiding cannibalization.We present a unified methodology for product line optimization that coordinates positioning and design models to achieve realizable firm-level optima. The approach overcomes several shortcomings of prior product line optimization models by incorporating a general Bayesian account of consumer preference heterogeneity, managing attributes over a continuous domain to alleviate issues of combinatorial complexity, and avoiding solutions that are impossible to realize. The method is demonstrated for a line of dial-readout scales, using physical models and conjoint-based consumer choice data. The results show that the optimal number of products in the line is not necessarily equal to the number of market segments, that an optimal single product for a heterogeneous market differs from that for a homogeneous one, and that the representational form for consumer heterogeneity has a substantial impact on the design and profitability of the resulting optimal product line — even for the design of a single product. The method is managerially valuable because it yields product line solutions efficiently, accounting for marketing-based preference heterogeneity as well as engineering-based constraints with which product attributes can be realized.     

基于AHP的中国对外贸易质量综合评价

文章构建了基于层次分析法(简称AHP)的对外贸易质量评价指标体系,对1990～2009年中国对外贸易质量进行了综合分析。研究表明,中国对外贸易质量不高,并且1997年之后还出现不断下降的趋势。在认真分析中国对外贸易质量不高的深层次原因后,提出了多方位提升中国对外贸易质量的政策建议。     

Fuzzy-AHP法在装备采购风险决策中的应用

针对武器装备采购决策中的风险问题,建立了模糊层次分析评价模型。首先对装备采购项目决策的风险进行识别,利用模糊层次分析法对风险进行评价,风险评价结果可作为装备采购决策的依据,并通过实例进行说明。     

基于AHP的电信运营企业战略绩效模糊综合评价

电信运营企业BSC与EVA相结合的战略绩效评价模型是一种以增加价值为导向的、过程化的、综合体现财务动因和非财务动因的多层次战略绩效评价系统。基于多层次战略绩效评价系统可建立战略目标→执行策略→实施措施→绩效指标的递阶层次评价模型,引进AHP系统工程方法,通过因素间两两比较建立判断矩阵,利用矩阵原理求解权重向量,可以得出电信运营企业重点执行策略、重点实施措施及重点衡量指标及价值驱动因素排序,利用模糊评价的原理,通过确定各绩效指标的隶属函数值,进而确定电信运营企业战略绩效的模糊综合评分及各执行策略、实施措施的评分,评价方法具有较强的科学性和可操作性,为电信运营企业战略绩效综合评价提供了综合的理论框架和实用的技术工具。